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Square44 helps develop a fresh look for ‘Baby Cheramy’


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Square44, the international branding & packaging design agency, once again partnered with another important brand from the Hemas Holdings FMCG portfolio, modernising the brand with their relaunch and developing a design solution that makes the extensive product range stand out on the shelf and win at the point of purchase.

“Baby Cheramy is one of the iconic brands in the Hemas portfolio and is a very important one as well, both to us and to our loyal consumers. It has leadership shares in the most important sub-categories, therefore any change related to the brand is undertaken with extreme care,” stated Category Head Kushani Peeris. “We embarked on this project armed with in-depth consumer understanding and a promise to deliver an even better offer to our loyal consumer base. A mother is very sensitive on the choices she makes for her precious baby: she uses her wisdom, coupled with the trust and experience passed down by generations to validate her choice. Baby Cheramy has always delivered satisfaction for her and her family, therefore she places immense confidence in her choice, and believes that the brand protects her interest always. We naturally had to approach this project very cautiously, with Square44 playing a critical role in the brand & packaging redesign. Square44 is no stranger to our company, as they have played an instrumental role in several other major brand relaunches we have undertaken in the recent past. We are happy with the outcome of this challenging project, and are confident it will have a great impact. The team from Square44 has integrated with our brand team extensively, ensuring they understand the brand, the consumer and the market context fully, before embarking on the design journey and delivering solutions that create impact.”

“This was a challenging project as Baby Cheramy already was an iconic brand,” stated Square44 Brand Consultant Sven Petersen. “But I think what we achieved helped elevate the brand to an even higher level. It was a complex project, as the brand has an extensive portfolio, which covers many sub-categories and consists of numerous variants and formats. However, the detailed approach we follow always adds value to large portfolio relaunches such as these, and ensures results are delivered that win in the market place. We are happy to have been a part of this really important revamp of the Baby Cheramy brand.”

“We blend local insights with international brand design expertise to generate a formula that works,” added Square44 Brand Consultant and Country Representative Tusitha Kumarakulasingam. “This unique combination has resulted in work that has been able to generate significant momentum to the brands we have been involved with. We are sure Baby Cheramy will add to the list. Although we are a service provider, we believe in integrating as a part of the brand team always and being accessible to support their needs 24x7.”

Baby Cheramy with its brand-new look will be on the shelf during the immediate future. And the consumer endorsement to this already great brand will be consolidated further.


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